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Consuming modernity : gendered behaviour and consumerism before the baby boom / edited by Cheryl Krasnick Warsh and Dan Malleck.
- Format:
- Book
- Language:
- English
- Subjects (All):
- Consumption (Economics)--Sex differences--History--20th century.
- Consumption (Economics).
- Consumption (Economics)--Political aspects--History--20th century.
- Consumption (Economics)--Political aspects--Canada--History--20th century.
- Women consumers--History--20th century.
- Women consumers.
- Women in advertising--History--20th century.
- Women in advertising.
- Physical Description:
- viii, 294 p. : ill.
- Place of Publication:
- Vancouver : UBC Press, 2013.
- Language Note:
- English
- Summary:
- Positioning consumer culture in Canada within a wider international context, Consuming Modernity explores the roots of modern Western mass culture between 1919 and 1945, when the female worker, student, and homemaker relied on new products to raise their standards of living and separate themselves from oppressive traditional attitudes. Mass-produced consumer products promised to free up women to pursue other interests shaped by marketing campaigns, advertisements, films, and radio shows. Concerns over fashion, personal hygiene, body image, and health reflected these new expectations. This volume is a fascinating look at how the forces of consumerism defined and redefined a generation.
- Contents:
- pt. 1. Consumerism as politics, practice, and ideology
- pt. 2. Consumerism and public display
- pt. 3. Modern girls
- pt. 4. Texts and ideologies of modernity and consumerism.
- Notes:
- Bibliographic Level Mode of Issuance: Monograph
- Includes bibliographical references and index.
- ISBN:
- 0-7748-2469-7
- 0-7748-2470-0
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